The Categories

The Meta

Foreview of New Jersey says“57,000 Americans a year die from colon cancer, nearly the number lost in the entire Vietnam War. This number, according to The American Cancer Society, would drop significantly if people over 50 were checked regularly. But being tested for colon cancer through a colonoscopy or sigmoidoscopy is not a pleasant experience and most people of course fear the possibility of bad news…. it is clear that The American Cancer Society’s usual strategy of using fear to convince people to either stop smoking, eat better, or get tested would only turn people further away from making the best decisions.

The American Cancer Society has chosen to use another emotion to encourage people to get tested for colon Cancer-humor. Beginning in March 2002, several ads using a man (known as “Polyp Man”), dressed in a big red suit, making him look more like Mr. M&M, will use humor to encourage people to get tested.”

Humour can be defined as the capability to be laughing at things, the way in which everybody sees that some things are entertaining, or the value of being funny. Funniness is generally used within publicity nowadays whether this is on radio, in newspapers, or on TV as part of daily advertising communications campaigns. TV marketing tells most of its stories in thirty second periods.

With such short time frame to communicate a message across, advertisers have used humour as a way of breaking through the noise and clutter in an attempt to grab the attention of the viewer. Feelings evoked through the use of humour can also lead brand positive associations, as well as increasing the comprehension levels of the viewer.

Although humour is commonly used in advertising campaigns today and due to the complexities involved in its measurement, the actual effectiveness of humour as communications tool is still a subject of much debate. On one hand, humour can enhance positive attitudes towards the product being promoted. On the other hand, the use of humour may be regarded as unsuitable for the product that is being promoted. If humour draws attention away from the product or message that the advertiser is trying to communicate, what is the real effectiveness of it as a tool of communication and why do advertisers still use it?

A number of studies have been conducted regarding the use of humour in advertising. Although humour has been used in advertising for many years, due to its complexity in nature, only a few have been able to understand its actual impact and effectiveness.

Despite humour being an effective mechanism for drawing attention, it is crucial for advertisers to find the appropriate type of humour for the appropriate product in order to ensure success. Attention is enhanced if the type of humour used is directly related to the product that is being promoted, therefore increasing advertising effectiveness.

I decided to realize a questionnaire about the consumption of cigarettes. Each people who answered at the questionnaire has less than 25 years old. So, it is important to notice that the respondents are young people and we know that, nowadays, people begin to smoke more earlier. Then, 70 % of total respondents are women. On the total questioned people, 66,7 % smoke regularly. In a word, almost 7 persons on 10 smoke every day. Only, one third doesn’t smoke frequently. 43,8 % of the regular smokers consume between 5 and 10 cigarettes per day. 18,8 % smoke between 11 and 20 cigarettes. So, to sum up, almost the halfof questioned people who smoke consume less than 10 cigarettes per day, so one packet (20 cigarettes) every two days. Indeed, they spend 75 euros on average per month (15 days * 5 euros).Then, it was interesting to know in which place people smoke the most. It results from this survey that people smoke more in discotheques (87,5 %), then in bars (62,5 %), at school (56,2 %), at home (43,8 %) and finally in restaurants (31,2 %). So we can deduce that the consumption of cigarettes is the most higher in places where people can drink alcohol or sodas. So young people smoke more when they go out with their friends. But we can’t forget the law about cigarettes in public places. Indeed, in one year, it will be forbidden to smoke in discotheques and bars !!!

Then, I wanted to know which brand of cigarettes students usually smoke. The brand Basic was tick by 37,5 % of smokers. Then, Marlboro and Lucky strike with 18,8 % of respondents and finally, Camel (12,5 %). Marlboro is the best known brand worldwide and curiously, Basic is the most quoted brand. Why ? In fact, it is very simple, Basic is the brand the less expensive and propose a better price than Marlboro for instance. Indeed, a packet of Basic costs in
France 4,5 euros and a Marlboro costs 5 euros.

So, it will be interesting to develop a new brand of cigarettes which targets young people. So it is important to propose a low cost in order to seduce young people because the price is the criteria essential.

Several brands used to humour in their ads in order to hold consumer’s attention. Indeed, a consumer remembers more a funny ad. In the past, ads were often boring and geeky. Nowadays, each brand tries to be more and more original, thoughtful and interesting. TV advertising is very important for increasing consumer’s awareness. Indeed, a commercial permits to improve the brand’s identity which is its fundamental means of consumer recognition. In addition, it symbolizes the brand’s differentiation from competitors and transmits the values of the brand.Consequently, all brands can’t use humour in their ads because it is difficult to produce a funny ad for the prevention of sexually diseases.

I choose this video because it is a famous clip. It makes me laugh a lot to see a man who try to fight an imposing bear. It is really funny to look their fights only in order to win a salmon. Finally, the special effects are are very well carried out.

Now let’s talk about the advertising press campaign of Playstation 2 launched in December 2004….Sony made a press campaign dedicated to the women, who are increasingly numerous to play. To target women Sony had chosen the humour.Here is an example of one of press ad that could be find in women’s magazines. People can read this claim on the top of the page: 90 % of the men whose woman plays the PS2 spend more time with their children.